#TheBrand | Worme

Each week, we look into an exciting and innovative label that is taking the fashion world by storm in our regular feature #TheBrand. This time, we’re turning the spotlight on luxury resortwear label, Worme.

Known for creating simple, fuss-free silk creations that are perfect for holidaywear and beyond, the label has gone from strength to strength this summer. Here we break down everything you need to know about the brand.

Origins

Founded by sisters Hannah and Melissa Collett, Worme is a luxury resortwear label that focuses on very simple silk pieces that are designed for your holiday wardrobe, but can truly be worn year-round. The duo decided to launch the label when they struggled to replicate the elegant silk separates their mother had worn in the '80s.

"We have spent summers in Cadaques, Catalonia for as long as we can remember and we would always pack our mother's silk two-pieces from the '80s," they told us. "We could never find anything similar on the high street and anything we did find was made in synthetic fabrics embellished with jewels and fringes. We were so frustrated by this so we found a silk supplier and a tailor and started to design our own."

Courtesy of Worme

Seeing a gap in the market – not just in their own wardrobes – the sisters decided to turn the concept into a business.

"We made timeless pieces that we could wear from day to night. It started gaining lots of attention in the village and then later, on other trips around the world. We decided to take our passion seriously and created Worme."

Both sisters had interest and experience in the worlds of fashion and design, with Hannah having studied at The London College of Fashion before working as a make-up artist for 10 years. Melissa had a stint working at various fashion magazines – including Pop Magazine and Dazed – before working in New York as a photography agent and producer. Both sisters also worked at Dover Street Market for a period of time.

Melissa and Hannah used this experience, and the knowledge of what they thought the market was missing, to create a label that is focused entirely on quality. The collection is small – the core range features just give pieces (in different colourways) – and the designers have used this niche to make a name for themselves in a fairly crowded market.

Why is everyone talking about it?

One of the clear reasons for Worme's success is that the label is completely focused on versatility, in every sense of the word.

First of all, the fact that the brand creates just a few pieces means that they are simple and are not designed to date after one summer – they are intended to be season-less: "Our collections consist of wardrobe staples women can wear year after year."

They are also not created for one occasion. Hannah and Melissa used their own experience to know that people no longer want to buy more than one thing if they don't need to.

"People are much more mindful of what they are consuming today so we feel if something can be worn for many occasions and not just a holiday its definitely a more attractive purchase," Hannah said. "Our pieces aren't just for your summer vacation they can also be worn throughout the winter in the city. They can be teamed with a leather jacket, just as they can be styled over a bikini. We have always invested in high quality rather than fast fashion – and being able to dress something up with a statement earring, while also being able to wear it with trainers is the true sign of a timeless design."

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Another key factor in making the collection versatile – in the sense that every woman, of any age, of any size will feel great wearing it – was to create comfortable, flattering pieces.

"Worme is for every woman. Our collection is free flowing with elastic waists and hidden tie holes to wear in a variety of ways for any time of the day or night. The designs can be moulded to suit any age or occasion – we wear it, 17-year-olds are wearing it and we have 60-year-old women loving our kimonos. It's exciting and inspiring to see how everyone styles it so differently."

Though still in its early days, the label has caught the eye of many an influencer on their travels this summer, including Lucy Williams, Veneda Budny and Keenan Kampa, who are all clearly drawn to the minimalist designs.

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What was their secret to success?

Keeping the business pared back and simple has helped the label to stand out, but really their secret has been about hard work and commitment from their side, the sisters tell us.

"100 per cent commitment to our goal was key to our business' success, as was being prepared to make big sacrifices. We both left our jobs to dedicate all our time to Worme in the months leading up to our launch."

Courtesy of Worme

They added, however, that having each other has helped to lessen the burden of launching a business: "I think having one another has been a huge advantage for us. To have your sister to go through all the stressful decisions and processes makes it all so much easier."

Key pieces:

While it is tough to narrow down the capsule collection that the brand offers, the cream kimono and matching trousers are both great buys, whether you're heading off to a Greek beach or you're dressing up for dinner in the city.

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